McIlhenny Company is launching TABASCO Gochujang Sauce, its first new product in Japan in roughly three years. Available sequentially from 14 September, the product is being positioned as an easy-to-use liquid sauce offering Korean-style savory heat.
TABASCO Gochujang Sauce, which contains TABASCO brand Red Pepper Sauce, is a new hot sauce combining Korean gochujang with TABASCO Sauce. It features a flavor that harmonizes the umami and sweetness of gochujang with the acidity and heat of TABASCO, and comes in an easy-to-use squeeze bottle. The product has a capacity of 300g (256ml) and will be offered at an open price.
The company held a new product launch event and tasting session in Tokyo on 3 September. Craig Pettigrew, the company’s Asia-Pacific representative and Japan country manager, and Harada Teppei (原田 哲平), Japan brand manager, introduced the product’s features and emphasized that its liquid form allows it to be used not only during cooking but also as a finishing touch or drizzled over food.
McIlhenny Company has prepared hanging displays, merchandising fixtures, A4 posters, various point-of-purchase materials, price-rail POP materials and tasting sales kits as in-store promotional tools. The company plans to promote sales through supermarkets nationwide and e-commerce sites operated by imported-food retailers.
With the aim of strengthening its presence in the Japanese market, TABASCO Gochujang Sauce emphasizes its liquid form and ease of use as points of differentiation from existing gochujang products.